Building A Strategy and Website for a Brand Deeply Rooted in Heart

This was one of the most challenging projects I’ve worked on in recent years. I had completely forgotten what it’s like to work with someone who is taking a big leap and learning an entirely new concept when it comes to developing strategic planning in their business, what it’s like to have an editor at this calibre (I used to write for a magazine), and what it’s like to challenge myself on new customizations and developments to get the client (Alina) their vision.

For 20+ years, I’ve sold premium products, services, and my own consulting and work, but I haven’t worked in print or publishing in a long time. When I first saw Alina Cerminara’s Instagram post looking for help with a new website build, I initially thought I wasn’t a “web designer” because my range of skills is so much broader. My own career has shifted and evolved through many stages of sales, strategy, and marketing, but still, I’ve never labelled myself as one thing. For a long time I viewed this as scattered because “you’re supposed to niche.” But about five years ago, I stepped into owning my range.

I’m a strategic thinker; if I’m ever asked or told to do just about anything, the first thing out of my mouth is “why?”. I want to know why. I want to dig deeper. I’ve built or updated a website for every client I’ve had since 2019. I’ve made or suggested major updates at every job I’ve ever had, and I even built my first site at my travel agent job in 2000. So I sent her a message and told her I was interested.

When Alina and I first got to speaking, I gathered as much information as I could and pitched a more comprehensive idea than what she’d been thinking. I saw the opportunity to build a fully developed FOLKLIFE strategy, dive into the market, goals, and future plans. Because the project focus was publishing more editorial content, others had suggested moving away from Shopify, and into Wordpress. I’m never one to suggest change for the sake of it. A long time ago, a mentor and former boss told me to never “prescribe” without doing a deep dive into the problem the customer has, their big picture, and learning and listening to see what they really need.

Because I knew Shopify’s capabilities, and that the goals for the brand are to publish online editorial in a customized blog, make ordering easy, grow their subscriber base, and sell more print volumes, I knew that long term, Shopify could be the best and most easy-to-use seamless solution. I brought on one of the best strategic thinkers I know: Cory Ripley from Exhibit A: Design Studio, to do the online brand strategy, including new audience research and development and a website wireframe starting point. Alina and I then worked closely and tirelessly to design out from that, building almost everything on her wish list.

Communication and growth on new teams

What we thought would take two months took almost five. Every edit and conversation was an exercise in deep learning, development for me as a designer, for Alina as an Entrepreneur, and for us as a team to work together through challenging conversations when we disagreed or struggled. It has always been my goal to wow my clients and have them thrilled with outcomes, and I definitely crossed my own time boundaries to achieve Alina’s vision, while guiding her on strategy and her “why:” to clearly communicate to new audiences who the brand is, why they should care, and how they can support this small indie publishing company across its new channels. We also dove into operations and fulfillment, building new systems, streamlining internal processes, and working toward making the business more efficient and profitable.

CommunityFOLK is the digital advertising offering FOLKLIFE is launching with. We’re creating a hub for discovering indie brands, artists, businesses, and more in and around Canada’s west coast, together with national brands that provide aligned services, products, and resources across the country. We’re looking for folks who have everything from healing practices in cabins on the gulf islands to values-based banking, artisans, makers, food producers, travel destinations, and more. You can learn more about joining CommunityFOLK here, and discover new brands here. CommunityFOLK spots are $1200/year, available in 3, 6, and 12-month packages.

As we kick off sharing the news of FOLKLIFE’s next chapter, I’d like to thank both the readers and the team that Alina has built for creating something so unique and enjoyable during a pandemic, and evolving into something readers love so much. I’m glad to be offering my help. I hope that you love it as you discover new articles, small shops, and more details about the story of FOLKLIFE itself.

Gratitude for opportunities and exciting new chapters

Your continued support of small woman-owned businesses and indie journalism is what drives so much good in this world. As someone dedicated to working with these types of companies, my heartfelt gratitude goes out to you, the person on the other side of the table, for showing up and voting with your time and your dollar. You make the world better.

And to Alina, thank you. You are more of a leader than you know, and helping you discover this about yourself is something I have greatly enjoyed.

Welcome to the new folklife.ca. You’re on island time now.